Smart home devices can make life easier for consumers, but too many such products are overly complicated to set up.

The same can’t be said for Smitch, a smart light switch that its makers say can be installed in a matter of seconds, and fits 90 percent of existing switches. It features an intuitive interface, and can control all of a room’s lights by just tapping on the corresponding picture that is shown on the companion Android or iOS app. Smitch begins shipping in November and will cost $69 each at retail, although it can be purchased via Kickstarter at reduced early bird pricing that starts at $32. Its makers set a Kickstarter goal of raising $21,949 by Sept. 8.

Smitch certainly seems easy to install and other features that should make it appealing to some consumers is its advertised long battery life of about 500 days. But Smitch may face an uphill battle because it just seems too much like many other smart light switches already available, including Switchmate.